Back in the day, activists took to the streets their grievances and sentiments on political and social causes. The voices heard on these streets changed lives and up until now, the changes we experience can be credited to the bravery they exhibited then.

These days, it’s different. We have the internet — a broad and endless avenue for change, for movements, for causes, and for voices.

While these social movements are catalysts for change, prosperity, or progress, having them online also serves as boosters for customer experience, as well. Yes, the benefits of being involved in these causes are no longer limited to the broadsheets alone.

Embracing social movements and incorporating them in your brands define purpose. It is embracing the desire for change, recognizing the people’s will and call for unity. As can be seen in brands from the United States and in other powerful countries, most of them have enjoined among themselves the celebration and acknowledgement of various past and ongoing social movements all over the world.

Being socially, or politically, involved is not, however, to be made as quickly as dipping your feet in the water. As you have a brand to protect, the causes that you may be fighting for, or celebrating about, must be relevant to the brand itself. It goes without saying that most consumers nowadays can put two and two together. They know what hype is and what is sincere. Using these movements as part of a strategy for customer experience must always come with authenticity.

Keep in mind that although incorporating social movements helps boost your personal economy by increasing customer values, it should never be the main reason for doing so. This, above all else, is corporate social responsibility and philanthropy that entails alongside with it, the development of committed and loyal advocates.